Q&A With In-Game Ad Execs by Adotas

Adotas does Q&A sessions with the execs from Massive, IGA and Double Fusion. The questions:
1. Has the industry grown large enough that you could consider other in-game advertising companies as serious competition, or is it still a wide open market?
2. In what direction is the in-game ad formats heading: display ads like on billboards, or in-game product placement?
3. Is there an industry standard for measuring in-game ads?
4. How useful do you think in-game metrics are, since games can be played both on and off-line on a whole bunch of different platforms?
5. What sort of games are more easily combined with advertising? What do you do for games that aren't sports or set in a present-day location? What about fantasy, sci fi games, or even puzzle, arcade, and casual titles?
6. Do you think it's possible in the future that some high-profile games could be entirely ad-supported?